How People Find and Use Mobile Apps

Most consumers first hear about mobile apps from friends and family, according to a recent report from Google and Ipsos.

The report was based on data from an online survey conducted in September 2014 of 8,470 people age 18-64. Respondents were ask about how they find, buy, and use smartphone applications.

Some 52% of respondents say they usually become aware of mobile apps from friends and family. Other common discovery methods are app stores (40%), search engines (27%), company websites (24%), and television (22%).

Below, additional key findings from the report.

Reasons for Downloading

33% of respondents say they download apps because they are recommended by others.

31% say they download apps that sound interesting and fun.

Price

82% of respondents say price is important when deciding to download an app.

75% of consumers expect mobile apps to be free.

Respondents want to pay no more than $2.17 for an app, on average, though they are willing to pay more for apps in certain categories, such as technology and finance.

Daily Use

On average, a user has 36 apps installed on his or her smartphone.

26% of apps are used daily, on average; social and gaming apps have the most daily use.

About the research: The report was based on data from an online survey conducted in September 2014 of 8,470 people age 18-64.